A Bulletproof Approach To Writing Emails People Can't Help But Read, Respond & Act On

Read time: 6 minutes (absolutely worth it)

I have been doing emails all wrong.

The problem is I’ve overlooked the simple changes I needed to make to send high-quality emails for 15+ years. All it took was a year invested in learning how to write online (while running my business) to see how a few tweaks could positively impact a daily function.

Looking back, it’s now obvious.

When I worked in organizations, emails (and meetings) accounted for most of my time. And now, as an entrepreneur, emails aren’t as time-consuming, but now more important.

So here is my impact thought: If I can apply lessons from marketing, psychology, and digital writing to my daily emails, I can stand out in the inbox and simplify the process for the recipient. Reducing friction in the communication process (email) means better results for both of us. The change I need to make is to reframe the lens from expecting a response to earning a response.

Let me take a moment to properly set expectations for this post. Yes, it’s longer than usual because I’m sharing a breakdown of tactics, tips, and examples I’ve learned this year to write better emails.

I have been approaching emails incorrectly (like most people).

Anyone who’s ever spent time in an organization knows the sender has all the power in the exchange.

There is an unwritten (sometimes written) rule to reply to emails within 24 hours. This means the receiver is forced to respond even if an email is poorly formatted, cryptic, or contains half-baked thoughts. It’s as though the “send” button absolves the sender from the responsibility to be clear.

It’s forced participation.

This problem is that it’s sticky — meaning the email habits from organizations transfer over to entrepreneurship and sometimes to personal circles.

Ironically, cold emails get it right. The default action is to ignore them unless they grab attention. The sender needs to earn the read, reply, and follow-up action. 

This is exactly how I started to approach sending emails...(well, most emails).

When you approach email by trying to earn the response (instead of expecting the response), all parties benefit from better communication.

Whether you realize it or not, you are paid for your communication.

That could be money, respect, status, or trust. Email is part of that communication equation. So, whether you’re (still in) an organization or left to start a business, change your approach to email.

Why should you listen to me?

I am not an email expert, but I am an expert in taking lessons from one topic and applying them to another.

And this is in an area at the core of work.

Here’s my new frame as the sender: make the receiver’s experience simple and frictionless.

I’m tackling this with these two overlooked principles:

• Grab attention and set expectations

• Craft an easy-to-read email

Let’s switch gears…and get actionable. Below are some tactics I now use to apply the above principles. For the record, I use these for some (but not all) of my emails.

Principle 1: Use the subject line to grab attention and set expectations.

The subject line is the second place your eyes go to (the first being the sender).

Just before you open an email, an expectation forms. It’s natural…everyone does it. This matters because humans judge the outcome (of anything) based on their expectations.

That means you can control the judgment by properly grabbing attention and setting expectations in the subject line.

I use two approaches depending on my current relationship with the receiver.

• Active connection – An individual I am actively working on a project or frequently engaging with.

• Passive connection – An individual I am not actively working or frequently engaging with.

Tactic 1: Use the same “boring” format for all active connections

You don’t need to grab attention as much for active connections because there is the inherent understanding that email’s job is to progress work.

So that means the subject line should be more direct and clear (to eliminate any confusion in the first 0.64 seconds)

I use this format for my subject lines: 

[type of email] – major topic – subtopic or request

Let’s break that down even further.

The type of email defines their responsibility. I use three variations:

• [Action requested] – emails with a follow-up action or response requested

• [FYI] – emails for reference only

• [Meeting Materials/Minutes] – emails for before and after meetings, which serve as an insurance policy on meeting time

The main topic clarifies “what” the email is about. I use two variations:

• If I work on many projects with the individual – the main topic is the project (e.g., ABC Project)

• If I work on one project with multiple aspects – the main topic is the focal point (e.g., Profitability Analysis)

The subtopic or request articulates “how” this email can make progress on our work. Here are 3 examples:

• Can you help review X for Y by Z?

• Rethinking the XYZ process (here’s why and how)

• A deep dive of the top 2 takeaways

Here are three complete examples of subject lines for active connections:

• [Action requested] – ABC Project – Can you review the financial model by Tuesday?

• [FYI] – XYZ process – Rethinking the order of X and Y to make the result 2x faster

• [Meeting Materials] – Prep memo for profitability analysis for 11/30/23 – A deep dive of the top 2 takeaways

Tactic 2: Create a curiosity gap for your passive connections

Passive connections require a focus on grabbing attention and setting expectations.

It could be the best-written email in the world, but if they don’t open it, then it doesn’t matter. So I use the curiosity gap to get them to open the email.

For the record, I cringe at clickbait — however, I learned a valuable lesson from the Ship 30 for 30 writing program. It’s not clickbait if you deliver on your promise. And in a sea of noise, you must stand out – especially since you’re paid for your communication.

So I started applying lessons in crafting compelling headlines and hooks to some of my daily emails.

• Here is a headline framework I burned into my brain

• Here are 25 headline templates anyone can use

The headline and hook must also set expectations by implying the benefit. It’s not nearly as direct as active connections but it still needs clarity.

Here are two complete examples of subject lines for passive connections:

• Want to Build a Network With Profit Potential? Try This Different Approach. I used it for a newsletter subject line a few weeks ago. It taps into the psychology of “wants” and implies the formula for building profit through your network.

• An idea for you – looking ahead to 2024. I used this subject line for a direct send email to a previous client. It opens up a curiosity loop and implies a forward-looking benefit (leveraging my existing credibility with them).

Principle 2: Craft an easy-to-read email

The point of making it easy to read is to minimize effort on the reader’s part.

No one has time to decipher a cryptic message (when reading your email). Here are the three tactics to make emails easy-to-read:

• write with the 1/3/1 rhythm

• put the important information upfront

• include 1 topic per message

Tactic 3: Write with the 1/3/1 rhythm

Rhythms make information easier to internalize.

Take phone numbers, for example. When people verbally share their phone numbers, it requires a certain rhythm. Ba-ba-ba / ba-ba-ba / ba-ba / ba-ba.

That 3-3-2-2 rhythm (for US numbers) makes it easier to remember; otherwise, it is super confusing.

The same is true for reading.

First, open with a single clear sentence. Then add three supporting sentences with varying lengths. Then conclude it with a closing point.

Like I did right here.

This is the 1/3/1 writing format.

I also learned it from Ship 30 for 30. And I use it for everything, including emails, text messages, even this newsletter. It makes reading my work skimmable and easier to read.

And it feels good reading it.

You can also use 1/4/1 or even 1/5/1 – it’s up to you.

Sometimes even three single sentences.

Just like that (you get the point).

Tactic 4: Put the important information upfront

We’ve been taught to build up to the climax of a story.

But writing an email isn’t a movie or a book. It’s a conversation thread. So instead, I’ve moved the most important information to the top (and sometimes make it bold or big to draw eyes to it).

Then, I write the rest as supporting information.

Tactic 5: Include 1 topic per message

I used to jam-pack my emails with multiple topics.

Even though I’d separate them into sections, I realized reading on screen (in the middle of a workday) isn’t the best time way to share dense information. Besides, email is a dialogue platform. I now include 1 topic per message.

That means I’ll write 3 separate emails if I have 3 topics I want to discuss.

If there are subpoints that don’t deviate from the email’s core topic, they can all be included in 1 email (just like this newsletter).

I hope you find this to be a valuable resource.

The best part about this is they are easy changes to make. For me, they were just overlooked. If you have any thoughts on this post, please send me an email. I’d love to hear from you.

Thank you for reading — Peter

P.S. Share this with people who send you emails so you don’t have to waste time deciphering through confusing (but probably important) content

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